How is Irish whiskey performing?

Irish whiskey is now the world’s fastest-growing spirit. Ireland is the fourth largest exporter of whiskey in the world. The value of Irish whiskey exports grew by 18.5% in the first half of this year. In the five years, sales increased from 52% to 8.7m (9l) cases.

Why is there such a surge in growth?

Irish whiskey is very much in vogue, particularly in the US. The United States remains our largest market. In 2016, 3.7m cases were sold there, representing 42% of all Irish whiskey sold. A significant factor in driving this growth recently has been the phenomenal groundwork put in by the Irish whiskey industry.

Irish whiskey used to be number one in the world, can we get to the top spot again, overtaking Scotland?

The 20th century was very much a ‘lost century’ for Irish whiskey. The 21st century is one of resurgence. But I think ensuring strong, sustainable growth is more important right now than market position.

What makes Irish whiskey unique?

While there is a rich diversity and innovation in Irish whiskey, its smoother taste from being generally triple-distilled and not using peated malt is a key common characteristic. For whiskey to be labelled Irish whiskey, at a minimum it must be distilled on the island of Ireland. We also work to ensure the protection of the Irish whiskey geographical indicator.

How many distilleries are currently operating in Ireland?

In 2013, Ireland had four operational whiskey distilleries. Now there are 18, with at least 16 more in various stages of planning.

How can the growth in Irish whiskey production benefit Irish farmers?

The Irish whiskey industry is a major purchaser of Irish grain. Current growth is leading to an increase in demand for both unmalted grain and malted barley, and more of this demand is being met from domestic sources.

What is the targeted growth?

The Irish whiskey industry is 100% committed to delivering on the Food Wise 2025 strategy. However, our own Vision for Whiskey Strategy lays down even more ambitions export growth targets of 12m cases (33% growth) by 2020 and 24m (270% growth) cases by 2030.

Which is the fastest growing market for Irish whiskey?

In 2016, overall sales to the United States grew by 17.6%. The value of Irish whiskey exports to the United States in the first half of 2017 grew by 22%, while the value of exports to Canada grew by 31%.

What challenges lie ahead for the whiskey sector?

We must not take current growth for granted. The proposed advertising and labelling provisions in the draft Alcohol Bill will damage competition, innovation and investment across the Irish whiskey industry.

Title: Head of Irish Whiskey Association.

Role: develop and promote Irish whiskey and related tourism.

Irish whiskey exports 2016: €505m.

Sector employment: 750

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